The Hear It Podcast

Employer branding for Gen Z with Dereck Maruma

We’re talking Gen Z talent and employer branding with Dereck Maruma, Commercial Manager at Tapin Media, a youth-focused media and marketing agency specialising in bridging the gap between students and employers. We explore what organisations need to be doing to better attract and retain Gen Z talent and what Tapin’s ‘This is Black Gen Z’ report can tell us about diversifying youth talent to ensure success for young employees, through the recruitment process and once they are in role.
Connect with Dereck on LinkedIn
Find out more about Tapin Media
Read the This is Black Gen Z Report
Things we talk about
Salary transparency: a recent study found around half of jobs on LinkedIn don’t give salary details while Labour’s Plan to Make Work Pay was published ahead of the election and sets outs reforms which includes salary transparency.  
Campaigners call for Afro hair to become protected characteristic in the Equality Act – linked to discussion on being yourself in job interviews.
Insight from The Access Platform which references university EDI policies as being a factor international students consider as part of their decision-making process.
#QuitTok the rise of publicly quitting on TikTok
Top 3 Tips for Gen Z Employer Branding
Embrace social channels
Diversify your content
Authenticity and transparency
Examples of brands doing it well
Gymshark on LinkedIn, Diageo on Instagram, Currys on TikTok and Go Daddy Life example on their website.
Other things to check out
The Employer Brand Space on LinkedIn, BYP Network and Hung Lee

Winning on TikTok with Oli Hills

We’re speaking with Oli Hills, CEO of Nonsensical, the agency that helps clients  win on TikTok. Having taken over Updates Media Ltd in 2017 after a career in investment management, he evolved it into Nonsensical just as the pandemic hit and TikTok rocketed. In this episode we talk about how to get the right strategic approach for the platform to better engage youth audiences, how to avoid doing it badly and who’s doing it really well. It’s packed full of tips and advice!
You can find out about Nonsensical here and connect with Oli on LinkedIn here and Twitter (X) here plus the Nonsensical blog which is worth a read. 
Things we talk about
Approach to organic strategy and having multiple accounts for different audiences
Gymshark men and women accounts on TikTok
Duolingo region specific accounts UK and France for example
The Works on books and Oli discussses how they could split this out to books and parents
Paid ads approach and finding the right kind of content your audience might be engaging with
Mukbangs
Restaurant reviews and tours
Other accounts we mention
Urban Tandoor Bristol – the restaurant who have amassed over 10m likes through their parody songs
Duolingo and Ryanair may not need TikTok but they are brands who land their tone of voice well
Sheer Luxe; digital fashion and lifestyle publication whose team operate as influencers within the content
Luxe Collective: luxury fashion buying second hand. Interviews with owners, provides a depth of content as well as the shopping option
RSPB: and how their Bird of the Week is a fun, platform relevant way to engage Gen Z with bird info.
Attribution and it’s challenges with TikTok
Attribution tools like Fospha
Post purchase/engagement surveys
Three top tips for winning on TikTok
Organic: define your biggest audience that has something in common and focus on creating content on just that audience.
Creative: really thing about being native, authentic, genuine and looks/feels like TikTok
Repeatable, scalable style of content that you can repeat
Recommendations
TikTok for Business on LinkedIn
Disney’s Creativity Inc book

Being Brand Ready for Gen Z with Pion

We’re talking about connecting your brand to Gen Z with Alex Haider and Izzy Hall, Senior Content Executives from Pion, an agency that helps brand specialise in student and Gen Z audiences.
Pion is formerly known as Student Beans, Beans ID and Voxburner, before launching as Pion earlier this year. They also run the successful global event, Youth Marketing Strategy (YMS).
We talk about some of the insights from Pion’s recent Youth Trend Report, in particular unhelpful assumptions, tone of voice, aesthetics and pop culture and subcultures and whether cancel culture is done. Along with top tips from Alex and Izzy on how to better connect your marketing efforts with Gen Z we talk trends, insights and a ton of examples. 
Follow Izzy and Alex on LinkedIn
Things we talk about;
Brat Summer and aesthetics (a blog from Alex)
Monzo experiential campaign in the Trafford Centre, Flatmate Fortunes
Surreal on LinkedIn
RSPB on TikTok
BBC Sport and the Olympics
Tala on TikTok
Glossier on TikTok
Oatly and their OOH
Ryanair on TikTok
DuoLingo on TikTok and Make It Go Viral newsletter from Zaria Parvez
93% club on LinkedIn
Word Tonic on LinkedIn and their website https://www.wordtoniccommunity.com/
 

Nic Newman, Reuters Institute on the Future of News Media

We’re starting Season 5 off with a conversation on the future of news media, with Nic Newman, Senior Research Associate at Reuters Institute, University of Oxford.
A journalist and digital strategist, Nic played a key role in shaping the BBC’s internet services for over a decade and was a founding member of the BBC News Website. He led international coverage as World Editor and as Head of Product Development for BBC News helped introduce innovations such as blogs, podcasting and on-demand video. More recently he’s led digital teams, developing websites, mobile and interactive TV applications for news, sport, weather and local. Nic played an important part in the development of social media strategies and guidelines for the wider BBC.
At Reuters, he shares a breadth of research that unpacks the trends in news media consumption, evolving technology including AI, the impact of social-first and what this means for a younger news audience as we look ahead.
Follow Nic:
@nicnewman on X and on LinkedIn
Reuters Institute research we mention:
Reuters Institute Digital News Report 2024
The kaleidoscope: tracking young people’s relationships with new
AI and the future of news
How publishers are learning to create and distribute news on TikTok
7 ways to create a newsroom Gen Z will want to stay in
Other things we mention;
What does news media mean to Gen Z?: An investigation into the media habits of Gen Z in the UK (Feb 2024)
FT Strategies. Unlocking the potential of younger audiences: securing tomorrow’s readers
People vs Algorithms Podcast
 

Ruth Dale and Nathan Monk on Behaviour Change, Tech and HE

Season 4 finale with host Rebecca Roberts joined by Ruth Dale and Nathan Monk to discuss behaviour change, tech and higher education. 
Ruth Dale is founder of the Behaviour Change Marketing Bootcamp, having worked across major national campaigns in the health and public sector. She shares her specialist understanding of behavioural science and how using it within behaviour change marketing campaigns can really help to influence action among a youth audience. 
Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies. 
If you work in further or higher education, there's an early bird offer available to listeners for a special Behaviour Change Marketing Bootcamp hosted by Ruth and Rebecca on the 29th February https://www.behaviourchange.marketing/FEHE 
 
Find out about Prospectus Plus
Connect with Nathan
FInd out about Behaviour Change Marketing Bootcamp
Connect with Ruth
 
 
You can sign up for Rebecca's Engaging Youth update which comes out every Friday and brings you the latest insight and updates on youth audiences here https://www.threadandfable.com/ 
 
If you are interested in supporting the podcast or have an idea for an episode for next season contact info@threadandfable.com 

Rodney Hinds on Young Black British Voices

We hear from Rodney Hinds, Sports Editor at the Voice Media Group. Author, broadcaster and lecturer, Rodney co-founded the Football Black List alongside another recent Hear It guest Leon Mann, and among numerous accolades, featured on the Diversity Powerlist this year. We talk about the British Black Voices research, in particular findings around young adults as well as sport and why what we see on the pitch and how it's dealt with, can play a significant role in society.
Rodney Hinds on LinkedIn
The Voice online
Black British Voices Research
Articles from Rodney
Arsenal's Bukayo Saka on his visit to youngsters from where he grew up to dream big
England paying the price for the Saka, Rashford and Sancho abuse
Teenager jailed for Rashford abuse
Rashford the most trolled athlete
Book recommendation: Why We Kneel How We Rise by Michael Holding

Sarah Brown-Fraser on Accessible Communications

We talk with Sarah Brown-Fraser, External Affairs Manager at the Activity Alliance, the national charity and leading voice for disabled people in sport and activity. Sarah is passionate about influencing change through inclusive, representative and accessible external affairs, and as one of the few disabled leaders in sport, continues to push for progress in her role at Activity Alliance and as a board member of Greater Manchester Moving. We talk about how young disabled people are accessing sport and activity, how we can improve our marketing and communications with them, representing different voices and lots of guides and tools to help us.
You can find Sarah on LinkedIn and Twitter (X)
https://www.activityalliance.org.uk/ 
Some of the fantastic resources we mention that Sarah and her team have created can be found here;
Inclusive Communications Guide
Inclusive Communications Factsheets
CIPR Inclusive Communications
Business Disability Forum

John Gilbert on Youth Campaigns Tackling Social Issues

We welcome John Gilbert, Managing Director of Eski Media to this episode. We're talking about campaigns that tackle social issues and how we can co-create and work with youth audiences to create ones that make a difference. Eski Media is a creative media and marketing agency that's ambitious about creating social change through its work.
They've led numerous campaigns where engaging youth audiences and complex range of stakeholders has been part of the process.
Connect with John on X and LinkedIn
Eski Media
Campaigns from Eski we talk about:
Step Up
Influenced
Got your back
Thrown Away
And the new drama series being packaged for a range of public services, Circle North (well worth checking out).
Book John mentions: Science of Storytelling by Will Storr
 

Ben Verinder on the challenge of Further Education

Ben Verinder, MD of Chalkstream, a specialist reputation research and management agency, talks to us about the challenging market Further Education sits within, it's complex audience groups and what marketing and communications teams can do to tackle it. 
Chalkstream: a specialist reputation research and management agency, which has worked with over 100 colleges, universities and schools, as well as a host of other clients and recently spoke at the All Parliamentary Project Group for Skills, Careers and Employment.
Connect with Ben on LinkedIn
 
Things Ben mentions
Adult Participation & Learning Survey, 2022
Wigan & Leigh College
Milton Keynes College 
Department of Education FE Vocational Education and Success 
Association of Colleges
The College Marketing Network
 

Leon Mann on Diversifying Talent in the Sports Industry

We welcome Leon Mann MBE onto the podcast this epsiode. Entrepreneur, activist, broadcaster turned filmmaker, who’s spent his career telling stories throughout the world of sport. Founder of independent sports consultancy and production company Refresh Sports, also set up the Black Collective of Media in Sport (BCOMS), the networking group for black sports journalists, as well as the Football Black List, an initiative he co-founded in 2009, which highlights the achievements of black representatives in sport.
 
This episode we talk about diversifying talent within the sports industry, how BCOMS is elevating young talent and working with an industry that still has a way to go, in order for diversity of thought to improve the content, opportunities and leadership shaping its path. 
 
Things Leon talks about: 
The D word research from BCOMS
StreamYard
Week One Summer by Floyd Steadman
Ego is the Enemy by Ryan Holiday
Real Wins: Race, Leadership and How to Redefine Success by Michelle Moore